“We market [holiday promotions] through our ed reps taking samples out during their school visits, in our teach-
ing studio and through our social media channels,” said Beth Hou- lihan, Kidder Music’s president. “Many of the manufacturers have
special consumer rebates during this time as well with marketing materials, so it’s a great partnership.” Houlihan added that November and December are always strong months for higher-level instrument sales, thanks to the combination of consumer rebates and hands-on access to instruments. “In my book, it’s always a success,” Houlihan said. “When students try that next-level instrument, it always creates a lot of excitement. The number of sales closed may fluctuate from year to year, but we are planting the seeds for students and families that may not be ready until next year.” CREATING HOLIDAY MEMORIES Beyond sales, Kidder Music has built a reputation for creating memorable holiday experiences. Back in 2016, Houlihan shared with Music Inc. that the store invited stu- dents to perform during the holiday season, rewarding them with gift cards as part of the annual promotion. After a brief pause during the pandemic, the tradition made a return in 2023 and continues to draw both students and music lovers. “One of my favorite stories is about a father who started taking piano lessons a year or so after his son, so that they could experience it together,” Houlihan shared. “The teacher introduced the student, what they were playing and how long they’d been taking lessons. After the student finished, she introduced his father, who had only been taking lessons for a couple of months at that point. He was the only adult, was visibly nervous, but absolutely beamed after he played his five-finger Christmas song. Last year they each played a solo and then played a duet together! I hope to see them again this year.” Alongside the music, Kidder Music makes the day festive with holiday cook- ies, gift exchanges between students and teachers, and, of course, a little seasonal shopping. Between the excitement of try- ing new instruments, community recitals and the special promotions, Kidder Music has become a place of holiday tradition in Peoria. MI
Kidder Music’s Beth Houlihan
Spreading Holiday Cheer With Black Friday and Small Business Saturday as key sales drivers, the Peoria, Illinois-based B&O-heavy dealer leans on manufacturer partnerships, consumer rebates and student showcases to spark excitement, inspire upgrades and build lasting relationships during the holidays. W hen the holiday season approaches, Kidder Music in Peoria, Illinois, gether. Known primarily as a B&O dealer, the store’s biggest promotions center around intermediate and pro-line horns, with Black Friday and Small Business Saturday week- end serving as a major highlight. spreads holiday cheer through consumer rebates, in-store sales and festive traditions that bring its local music community to-
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